Mission: Keeping Your Family on Track

Linda Davis Taylor

Chapter Chapter 2 in The Business of Family, 2015, pp 21-41 from Palgrave Macmillan

Abstract: Abstract Acompany’s mission is a clear and concise statement about its purpose. What does it aim to do? What value is provided? The business world has come to appreciate that customers listen to a compelling message. That’s why companies spend so much on advertising and marketing. Scott Bedbury, brand guru for Starbucks and Nike, defines great brands as stories that are never completely told. A galvanizing mission is the first chapter of the story for a business or a family.

Keywords: Family Business; Mission Statement; Great Brand; Family Strategy; Family Leader (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1057/9781137487872_3

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